Display
Lindsay Tarnowski
The Case for Responsive Display Ads

As marketers, we like to think we know what’s best for our clients and the campaigns we set up for them (job security, right?), but sometimes, leaning on the algorithm is the best road to take.

The Case for Responsive Display Ads

TikTok

How TikTok Became Gen Z’s Favorite Search Engine

Gen Z doesn’t Google it—they TikTok it.

TikTok has become the preferred search engine for more than half of Gen Z. New data shows that 74% of Gen Z uses TikTok search, and 51% choose TikTok over Google as their go-to search engine.

Generation X (1963-1980) and Millennials (1980-1995) made ‘Google’ a verb, but Generation Z (1997-2012) is redefining search behavior by prioritizing social media platforms like TikTok, YouTube, and Snapchat. While Millennials still frequent Instagram and Facebook, Gen Z’s digital nativity and preference for visual content have shifted search habits towards TikTok.

As early as 2022, Google disclosed that 40% of young users preferred social media over Google Search or Google Maps when looking for a place to eat. Since then, this trend has only grown stronger.

Why Gen Z Prefers TikTok for Search

The primary reason Gen Z favors TikTok for search is authenticity. Unlike traditional search engines that prioritize paid placements and SEO rankings, TikTok’s algorithm serves organic, user-generated content that feels more genuine and unfiltered.

According to the New York Post, most Gen Zers have lost trust in advertising but still rely on brands for discovery—62.31% of them look to brands on TikTok to find new products. They seek first-hand experiences, multiple perspectives, and visual storytelling, making TikTok’s content-rich environment an ideal search tool.

Another key factor is TikTok’s impact on purchasing decisions. The platform’s mix of discovery-driven and intent-based search leads to higher engagement, with 72% of Gen Z purchasing a product after seeing it on TikTok. This showcases the platform’s ability to drive conversions through real-life user reviews and viral trends.

How TikTok’s Search Engine Works

TikTok’s search algorithm operates differently from Google’s. When users search on Google, they primarily see:

  • High-ranking SEO content from established websites

  • Google Ads targeting specific keywords

  • Google Shopping listings for relevant products

On TikTok, search results are less curated and prioritize relevance and engagement over reach. This means trending, well-liked content surfaces first, regardless of whether the creator is a brand or an individual user.

The Rise of TikTok Search Ads

Recognizing the shift in search behaviors, TikTok introduced Search Ads Campaigns in September 2024. These allow brands to target users based on their search behaviors—blending spontaneous discovery with intent-driven queries.

TikTok’s internal tests show that integrating Search Ads with In-Feed Ads boosts conversions by 20%, as users who might not initially engage with an ad are more likely to do so after seeing a related search ad. This means brands can now directly align their advertising strategies with Gen Z’s unique search habits.

Optimizing for TikTok Search

For brands looking to capitalize on TikTok’s search engine, here are key optimization strategies:

USE HASHTAGS FOR DISCOVERABILITY

TikTok’s search function relies heavily on hashtags. To improve discoverability:

  • Use a mix of popular and niche hashtags

  • Include keywords your target audience is likely to search

  • Keep hashtags relevant to the content

CONSISTENCY IS KEY

Posting quality content regularly increases visibility and improves chances of appearing in TikTok search results. Brands should aim for:

  • A consistent posting schedule

  • High-quality, engaging content

  • A mix of educational, entertaining, and promotional videos

LEVERAGE USER-GENERATED CONTENT

Gen Z trusts real experiences over polished brand messages. Encourage users to:

  • Share product reviews and testimonials

  • Participate in branded challenges or trends

  • Tag your brand in their organic content

PRIORITIZE VIDEO SEO

Unlike Google’s text-based SEO, TikTok’s search ranking favors video engagement. To optimize TikTok videos:

  • Add relevant keywords in captions and on-screen text

  • Engage viewers within the first few seconds

  • Encourage likes, comments, and shares to boost visibility

The Future of Search: TikTok vs. Google

While Google still dominates overall search volume, TikTok is rapidly becoming the go-to platform for Gen Z’s lifestyle, shopping, and how-to queries.

Google has even started adapting by integrating short-form video content into search results and prioritizing user-generated content. For ecommerce brands, this shift represents both a challenge and an opportunity. The most successful strategy now requires a holistic approach that combines TikTok’s discovery-led ecosystem with Google’s intent-based framework, supported by coordinated paid media efforts across both platforms.

Final Thoughts

TikTok’s rise as a search engine underscores the changing ways younger generations discover products and make purchasing decisions. Brands that adapt to this shift—by optimizing for TikTok search, leveraging user-generated content, and integrating Search Ads—will be well-positioned to capture Gen Z’s attention and drive meaningful engagement.

In today’s fragmented digital landscape, success isn’t about choosing between platforms but orchestrating performance-driven campaigns across the entire digital ecosystem. Brands that integrate their TikTok strategy with broader paid search, social, and affiliate efforts will not only capture Gen Z’s attention but also convert that attention into measurable revenue growth.

Sources

Photo: © psisa from Getty Images

TikTok Spark Ads Vs. In Feed Ads - Which Ad Type Works Best?

Among the major social media platforms, TikTok sits in the top five for ad revenue, surpassing both Twitter (X) and Snapchat. Its growth trajectory suggests that by 2026, TikTok's annual ad revenue will hit $13.79 billion. So, we know that advertising on TikTok is effective in driving revenue. The question is, what is the best strategy for advertisers to take when running ads on TikTok? Two major ad types have emerged in the TikTok landscape, those being spark ads and in-feed ads. It is crucial for brands to pick the optimal ad type for their business to ensure their ads are resonating with users and achieving the results they are looking for by investing in the platform. 


TikTok Spark Ads vs. In-Feed Ads 

Spark ads are very similar to a boosted post in Meta. These are TikTok videos that were initially posted organically by a creator or the brand itself, and are then boosted by the brand to achieve desired results. In-feed ads, on the other hand, do not exist anywhere on the organic side of TikTok and are built from scratch by the brand by uploading an asset, assigning ad copy, populating a landing page, etc. 

Both types of ads can be effective depending on the brand and their specific goals, but each comes with its own set of advantages and disadvantages.

Given the organic nature of Spark ads, they tend to look more natural on the For You Page and align more with what users are used to seeing, and engaging with, while scrolling on TikTok. A major limiting factor to spark ads, however, is that content that makes up a spark ad, specifically the video asset and ad copy, cannot be edited on the ad level and must remain identical to the organic post from which the ad was derived. While the CTA button and landing page offer some customization options, the core content of Spark ads is fixed. Additionally, TikTok Spark ads have many of their clickable elements direct to a brand’s organic TikTok page instead of a landing page. 

In-feed ads, on the other hand, provide a lot more levers that can be pulled to manufacture exactly how the TikTok ad appears.  For example, brands can adjust the ad copy and video asset at their leisure to cater toward the specific audience they are targeting. In-feed ads also include the option to integrate a product feed, enabling ads to be displayed in a catalog format that showcases products directly within the ad. However, these ads can sometimes appear less natural on the platform, depending on the creative asset, and may fall victim to an immediate scroll once users recognize the content as sponsored.

Optimizing TikTok Campaigns: Spark Ads and In-Feed Ad Comparison

Revel Interactive has run TikTok Ads for multiple clients in 2024, using a mix of spark and in-feed ads to hit desired client objectives. Looking at data YTD, there are some clear advantages to each ad format. 

It’s important to note that all of the ads in our data set were run as part of website conversion campaigns, optimized towards hitting a specific on-site conversion goal instead of general awareness or traffic. Each client also targeted different audiences based on their customer profile.

CTR Winner: Spark Ads

Spark Ads had the highest average click-through rate compared to non-spark ads. On average, spark ads had a 64% higher CTR in comparison to their non-spark ad counterparts. Our spark ad results for CTR also exceeded the TikTok Ads platform benchmark of 0.84%.

View Rate Winner: Spark Ads

Looking at view rate, we found that spark ads also won on this metric. Spark ads saw 17% of impressions hit the 25% mark of a video, while in-feed ads saw 7% of users.

CPM Winner: In-Feed Ads

In a change from previous stats, non-spark ads averaged a lower CPM than spark ads (40% lower on average). It’s important to note that while the CPMs are higher for Spark ads, this doesn’t mean they’re less effective overall given the better engagement performance.

Conversion Winner: Spark Ads

In a head to head test using four different video creatives, we tested an uploaded video version and a spark ad version of each creative. All ad creatives ran in all audiences, letting TikTok pick the best performers in the auction. Spark ads quickly rose to the top in this test, accounting for the majority of revenue over the reporting period. They had a higher CTR and achieved a higher ROAS throughout the test. In-feed ads had a lower CPM, but that increased efficiency in impressions didn’t matter when the engagement on the ads was lower.

Conclusion

Revel Interactive has found that spark ads can be a good ad type option for TikTok, especially for ads running on a lower budget (quality over quantity). Their higher CTRs and video view rates can help you get more out of your investment.

With larger media budgets, we’d recommend using TikTok Ads to test a variety of ad formats. In-feed ads and their efficient CPMs can help expand your reach cost effectively. Other ad types like brand takeovers, product feed based carousel ads, and collection ads can play together with classic in-feed and spark ads to hit potential customers at all parts of their purchase journey.

Ultimately, the decision about which ad type is best will depend on the goals for your campaigns. If your focus is growing your following and awareness on TikTok, Spark ads can be the perfect fit. If you are more focused on revenue (and have the ad dollars to support), a mixture of different types of in-feed ads will work great for you. If you’re not sure what your campaign goals should be, that’s where team Revel can help.

 

Photo: © Dragos Condrea from Getty Images

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Unlocking Success: Leveraging TikTok's AI Features for Brand Growth

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TikTok’s popularity among marketers is rapidly growing, with businesses worldwide utilizing the platform to advertise their brand and products. In 2023, more than 35,500 brands spent $3.8 billion advertising on TikTok (Marketing Brew). TikTok has emerged as a powerhouse platform, not just for entertainment but also as a dynamic space for brand promotion and engagement. Central to TikTok's success in facilitating brand growth is its innovative integration of artificial intelligence technologies. 


From content recommendation and targeted advertising to creative enhancement tools and influencer partnerships, TikTok's AI capabilities offer a comprehensive suite of solutions tailored to elevate brand visibility, engagement, and ultimately, conversion rates on the platform. Just this year, TikTok has rolled out a number of new AI components to assist brands.


What are some of TikTok’s AI capabilities for brands?


  • TikTok Creative Assistant: Within the TikTok Creative Center, TikTok Creative Assistant is an AI-powered virtual assistant that provides recommendations to improve ad creative elements such as video duration, aspect ratio, and content style. The Creative Assistant leverages TikTok's AI algorithms to analyze historical performance data and identify trends, offering actionable suggestions to enhance ad effectiveness. This tool aims to empower advertisers to create more engaging and effective ads but ultimately brands are in control and have the option to use, discard, or edit the materials.

  • TikTok Symphony: TikTok Symphony is a new AI suite that combines human creativity and AI-powered technology to help brands scale content development and productivity on the app. Symphony helps with everything from writing scripts to generating videos using assets already uploaded to TikTok Ads Manager or based on product information. Additionally, it can help fix or optimize a brand's existing videos to make it stand out from competitors. 

  • Avatars: One of the newest additions to the Symphony Creative Studio is avatars. There are a range of different avatars that brands can use in their content. They are highly customizable and human-like, fully generated by AI. Marketers can be modified by their appearance, style, and environment they are in. They can also read off scripts for content and can also translate these scripts into different languages. 


Content creation is one of the biggest barriers to enter and compete in the TikTok game, whether that’s due to lack of resources or time to create engaging content. With these AI capabilities, TikTok does most of the work for you, and you still have a large amount of control over the content that is produced. AI can be daunting, but TikTok’s offerings put you in charge of how you want your creative to look, feel, and align with your brand completely.


Overall, TikTok’s AI capabilities offer significant advantages in content creation, audience engagement, trend analysis, advertising efficiency, and strategic insights, making it a valuable platform for brands looking to enhance their digital marketing efforts. There is much more to come for TikTok and AI, we are just seeing the first round of options available to brands. 


Photo: © cottonbro studio